Croydon Council: PRS Licensing Public Consultations
Background & Context
Croydon Council commissioned M·E·L Research to design and deliver a statutory public consultation on proposals to introduce new property licensing schemes across the borough. The proposals included a Selective Licensing scheme covering 14 wards and a borough-wide Additional Houses in Multiple Occupation (HMO) licensing scheme. These were intended to improve housing conditions, management standards, and reduce anti-social behaviour within the Private Rented Sector (PRS).
The consultation was set against a backdrop of increasing reliance on privately rented accommodation in Croydon, with approximately 31% of housing stock in the PRS and significant variation across wards. Existing evidence suggested notable challenges, including poor housing conditions, non-decent homes, and anti-social behaviour linked to PRS properties. The Council also received around 1,500 complaints annually relating to private rented housing.
The key objective of the consultation was to gather robust, representative and inclusive feedback from a wide range of stakeholders, including tenants, landlords, residents, agents, businesses and organisations. A particular challenge was engaging groups with strongly opposing perspectives—most notably tenants/residents versus landlords/agents—while also addressing complex and sometimes sensitive issues such as housing quality, enforcement, and regulatory burden.
Client Testimonial
“M·E·L Research were a great team to work with. They ensured we stayed on track with the project, quickly flagged any issues and treated the entire situation with flexibility.”
Approach
M·E·L Research designed a comprehensive, multi-method consultation programme to maximise reach, inclusivity and robustness of findings. The approach combined quantitative and qualitative methods, alongside extensive stakeholder engagement and communications.
Key elements of the approach included:
Online Survey (n=518):
A structured questionnaire hosted on a dedicated consultation webpage, allowing stakeholders to provide detailed feedback on proposals, including licensing schemes, conditions, fees and alternatives. The survey included both closed and open-ended questions.
Face-to-Face Survey (n=600):
A borough-wide, stratified random sample survey conducted on residents’ doorsteps using tablet devices. Sampling was representative by ward, age and gender, with broad ethnic representation. The achieved sample delivered a robust margin of error of +/-3.9%, ensuring statistical reliability.
Consultation Meetings (n=153 attendees):
Four public consultation sessions (both in-person and online) were delivered, alongside an additional stakeholder session with tenant groups. These sessions included presentations, Q&A discussions and breakout groups to capture in-depth qualitative feedback. The majority of attendees were landlords and agents.
Written and Email Responses (n=32):
Stakeholders were invited to submit detailed written responses via email or post, enabling more considered and technical feedback, particularly from organisations and representative bodies.
Telephone and Postal Engagement:
A freephone helpline was provided for verbal feedback and support, alongside postal survey options (n=23), ensuring accessibility for those unable to engage digitally.
Secondary Research and Evidence Integration:
The consultation materials incorporated existing data and evidence, including stock condition reports and equalities analysis, ensuring participants were informed when responding.
Communications and Promotion:
A comprehensive communications strategy was implemented by the Council, supported by M·E·L Research. This included social media campaigns, newsletters, press releases, outreach to stakeholder organisations, and engagement with neighbouring authorities. Digital advertising and targeted landlord communications were also utilised to maximise participation.
Qualitative Analysis Techniques:
Open-ended responses were analysed using AI-assisted thematic coding, with all outputs reviewed and validated by researchers to ensure accuracy and robustness.
Outputs
M·E·L Research delivered a comprehensive consultation report, providing an independent and evidence-based assessment of stakeholder views.
Analysis included:
- Statistical analysis of survey data, including subgroup comparisons (e.g. tenants, residents, landlords/agents)
- Weighting and representativeness considerations for the face-to-face sample
- Thematic analysis of qualitative data from open-ended survey responses, consultation meetings and written submissions
- Integration of quantitative and qualitative findings to provide a holistic understanding of perspectives
Deliverables included:
- A detailed written report summarising methodology, findings and key themes
- Data tables and appendices providing full transparency of results
- Thematic summaries of stakeholder feedback, including areas of consensus and divergence
- Clear reporting of differences across respondent groups
- The findings were structured to support decision-making, highlighting levels of support for each proposal, perceptions of housing issues, and detailed feedback on licensing conditions, fees and alternatives. Particular emphasis was placed on presenting balanced insights across stakeholder groups, given the strongly polarised views identified.
The outputs were designed for use by Croydon Council’s Cabinet and officers to inform policy decisions on whether and how to implement the proposed licensing schemes. The report also provided an auditable record of the statutory consultation process, ensuring compliance with consultation requirements.
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